Netflix took on a big responsibility, translating a beloved 13-book series into three seasons of TV. From its stylized dialogue and 4th-wall-breaking narrator to the theatrics and stunning sets, the series was more cinematic play than show.

So how best to honor the unique voice and quirky vintage esthetic of the source material while connecting to a more modern, Internet-savvy fanbase? Tell people not to watch it.

MOCEAN created a 360 campaign with a key strategic insight: Lemony Snicket’s refrain in the books imploring readers to “Look away!” was a perfect platform to satirize modern “Look at me!” marketing.

From key art to trailers to custom shoot teasers across social and Netflix’s service featuring stars Patrick Warburton and Neil Patrick Harris, this playful approach both honored the original voice while addressing modern audiences.

The campaign comments on Netflix’s grave error in greenlighting the show, is suspicious of social media, redirects audiences to more “upbeat” Netflix shows like Daredevil, and even includes an ASMR video to calm your nerves after watching an entire season of the series.

This worked so well Netflix tapped us to launch all three seasons, evolving our positioning from Look Away to From Bad To Worse, to We Saved The Worst For Last.